In a hilarious p.r. fail, KMR Communications sent a media alert Wednesday titled “Jessica Simpson is shopping around for a fuller rounder butt,” shilling plastic surgeon Dr. William Bruno, who recommends the Brazilian Buttock Lift.

Hours later, they retracted the statement. “KMR Communications has learned that this information is erroneous. We apologize,” it states. CEO Katherine Rothman tells us the story was published by Radar Online and that they were asked by Simpson’s rep to retract their e-mail.

“We offered our plastic surgeon as an expert . . . KMR stands by its decision to have its client comment.”

If they hadn’t already made asses of themselves, the second e-mail came from a former employee no longer with the company, because, Rothman tells us, Gmail had locked the initial sender out of the service, and they wanted to send it in a timely manner.

“That was simply an oversight,” she tells us. “There was nothing duplicitous about it.”